JIO WORLD PLAZA: BRIDGING THE WEST AND THE EAST IN
LUXURY BRANDING CASE STUDY SOLUTION
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pl
SYNOPSIS
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Sa
Jio World Plaza (JWP) is the latest offering by Reliance Brands Limited (RBL), an undertaking of Reliance
India Limited (RIL), through its Jio brand. JWP is an ultra-luxurious mall, with breathtaking architecture and an
upscale range of brands and services. It embodies India’s arrival on the global luxury market. Providing an
eclectic mix of Western and Indian wearable and lifestyle brands, JWP has the potential to transform the luxury
n
sector through effective usage of brand management strategies. Coupled with rising incomes and aspirations
tio
among consumers, JWP could be a game changer in the luxury brand management segment for its parent
company Jio. The case examines the key ingredients of Jio’s brand equity and tries to identify and differentiate
between the structural framework of a branded house and a house of brands. The critical decision for Jio’s
lu
management now rests on whether to consolidate the existing brand or move toward brand extension.
So
OBJECTIVES
• Understand the concept of luxury branding.
• Understand the strategy for consolidating brand equity.
• Analyze and differentiate between the concepts of branded house vs. house of brands.
• Analyze the concept of masstige theory.
• Discuss the strategies of a branded house and a house of brands.
The Case Solution Starts From page 5
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ASSIGNMENT QUESTIONS
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1. How does a brand qualify as a luxury brand?
2. Discuss the case in light of David Aaker’s brand equity model.
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3. How can Jio’s promotions team apply the masstige theory to secure and enhance its customer base?
4. Comparatively assess the brand architecture strategies of a branded house and a house of brands.
5. What are the challenges that luxury brand markets face?
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6. Advise Jio’s managers on whether to opt for the strategy of a branded house or a house of brands. Rely
on your study and experience to give reasons in support of your choice.
So
The Case Solution Starts From page 5
,ANALYSIS
1. How does a brand qualify as a luxury brand?
According to Klaus Heine and Michel Phan, consumers distinguish luxury products based on six major
characteristics: price, quality, aesthetics, rarity, extraordinariness, and symbolic meaning.
Jean-Noël Kapferer argues that in order for a brand to be recognized as luxury it must meet a common core
of six criteria:
• A very qualitative hedonistic experience and product made to last.
• Offered at a price that far exceeds what its bare functional value would command.
• Bound to heritage, unique know-how, and culture attached to the brand.
• Accessible in purposefully restricted and controlled distribution.
• Offered with personalized accompanying services.
• Representing a social marker, making the owner or beneficiary feel special, with a sense of privilege.
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The concept of branding can also be dealt with by dividing luxury products into lifestyle, service, and personal
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Sa
n
tio
lu
So
The Case Solution Starts From page 5
, EXHIBIT -1: AAKER’S BRAND EQUITY MODEL FOR JIO WORLD PLAZA
Both Reliance Brands
Limited (as its name
indicates) and Jio since
Brand
their inception have been
loyalty
consistently gainful for all
stakeholders and investors.
Brand
awareness
e
pl
m
Sa
Perceived
quality
n
tio
lu
So
The Case Solution Starts From page 5
LUXURY BRANDING CASE STUDY SOLUTION
e
pl
SYNOPSIS
m
Sa
Jio World Plaza (JWP) is the latest offering by Reliance Brands Limited (RBL), an undertaking of Reliance
India Limited (RIL), through its Jio brand. JWP is an ultra-luxurious mall, with breathtaking architecture and an
upscale range of brands and services. It embodies India’s arrival on the global luxury market. Providing an
eclectic mix of Western and Indian wearable and lifestyle brands, JWP has the potential to transform the luxury
n
sector through effective usage of brand management strategies. Coupled with rising incomes and aspirations
tio
among consumers, JWP could be a game changer in the luxury brand management segment for its parent
company Jio. The case examines the key ingredients of Jio’s brand equity and tries to identify and differentiate
between the structural framework of a branded house and a house of brands. The critical decision for Jio’s
lu
management now rests on whether to consolidate the existing brand or move toward brand extension.
So
OBJECTIVES
• Understand the concept of luxury branding.
• Understand the strategy for consolidating brand equity.
• Analyze and differentiate between the concepts of branded house vs. house of brands.
• Analyze the concept of masstige theory.
• Discuss the strategies of a branded house and a house of brands.
The Case Solution Starts From page 5
, e
pl
m
Sa
ASSIGNMENT QUESTIONS
n
1. How does a brand qualify as a luxury brand?
2. Discuss the case in light of David Aaker’s brand equity model.
tio
3. How can Jio’s promotions team apply the masstige theory to secure and enhance its customer base?
4. Comparatively assess the brand architecture strategies of a branded house and a house of brands.
5. What are the challenges that luxury brand markets face?
lu
6. Advise Jio’s managers on whether to opt for the strategy of a branded house or a house of brands. Rely
on your study and experience to give reasons in support of your choice.
So
The Case Solution Starts From page 5
,ANALYSIS
1. How does a brand qualify as a luxury brand?
According to Klaus Heine and Michel Phan, consumers distinguish luxury products based on six major
characteristics: price, quality, aesthetics, rarity, extraordinariness, and symbolic meaning.
Jean-Noël Kapferer argues that in order for a brand to be recognized as luxury it must meet a common core
of six criteria:
• A very qualitative hedonistic experience and product made to last.
• Offered at a price that far exceeds what its bare functional value would command.
• Bound to heritage, unique know-how, and culture attached to the brand.
• Accessible in purposefully restricted and controlled distribution.
• Offered with personalized accompanying services.
• Representing a social marker, making the owner or beneficiary feel special, with a sense of privilege.
e
pl
The concept of branding can also be dealt with by dividing luxury products into lifestyle, service, and personal
m
Sa
n
tio
lu
So
The Case Solution Starts From page 5
, EXHIBIT -1: AAKER’S BRAND EQUITY MODEL FOR JIO WORLD PLAZA
Both Reliance Brands
Limited (as its name
indicates) and Jio since
Brand
their inception have been
loyalty
consistently gainful for all
stakeholders and investors.
Brand
awareness
e
pl
m
Sa
Perceived
quality
n
tio
lu
So
The Case Solution Starts From page 5
